EMO helps Alfa Romeo buck the trend with MiTo launch

How do you launch a brand new car into a market 30% down - and still hit target? EMO's activity has helped Alfa achieve this and more - recording a truly remarkable sales position for March 09.

Well before EMO unveiled MiTo launch activity to dealers at the Alfa Romeo UK 08 Annual Convention, it was clear the car would be launching into troubled waters. Working closely with Alfa Romeo in the UK and in Italy, the EMO team worked hard to ensure that every single customer intention would translate into dealer channel customer action.

The key was integration. From the outset, dealer requirements were properly considered in all integrated communications planning. Pricing, typically reserved for dealer activity only, was successfully pushed up-line into national activity to optimise dealer leads without compromising the brand. Because EMO manages all ARUK dealer websites via our proprietary DOLN system, integration of national content into the dealer environment was seamless - even the sophisticated ‘MiTo Rally' game strategy was designed to work with national and dealer-specific levels. And to ensure all dealers were fully prepared for launch, EMO's ‘Alfa Infonet' dealer portal proved invaluable in keeping the network fully engaged.

Results have been remarkable. In February, EMO helped the marque achieve over 500 test drives for 47 dealers in three weeks. Leads are converting ahead of target too - 112% achieved for Q1 09. And MiTo's success has delivered ARUK a unique success story - the only manufacturer to show year-on-year growth in March 09.

"Results have been remarkable. In February, EMO helped the marque achieve over 500 test drives for 47 dealers in three weeks. Leads are converting ahead of target too - 112% achieved for Q1 09."